Branding

Join us for a BoF Professional Masterclass that explores the topic in our latest Case Study, “How to Create Cultural Moments on Any Budget.”

When done effectively, a cultural partnership can rightfully earn its own place in the zeitgeist. But it’s not so easy as just hiring a celebrity to star in an ad campaign; brands must choose a partner that makes sense, find the format that fits best and amplify that message to consumers.

BoF and Ekimetrics brought together CMOs, CBOs and leaders from the New York fashion industry to discuss the shift from performance to brand marketing. Executives from Gucci, Givenchy, Versace, Estée Lauder, Victoria Beckham Beauty, Saks Fifth Avenue, Neiman Marcus Group, Ganni, Artizia, Anine Bing and Vestiaire Collective shared their insights.

Both brands are leaning on high-profile advertising campaigns to refresh their image. We’ll find out this week whether that’s translating into increased sales.

What does it take to be fashion’s favourite public relations guy? The man who weaves stories for the likes of Saint Laurent and Schiaparelli has become a story himself.

In the year of both Barbiecore and quiet luxury, brands balanced leaning into social media-fuelled phenonema while refocusing on the power of their own brands.

The State of Fashion 2024 explores the potentially elevated role that brand marketing will play as competition for consumer attention and loyalty intensifies across the fashion industry.

For The State of Fashion 2024, trailblazing influencer Gstaad Guy’s online parodies of the ultra-wealthy highlights how a niche genre of influencer marketing is helping to inject newness into how brands connect with customers.

With its early aughts resurgence in the rearview mirror, Moon Boot began marketing its product in unexpected locales and inking fashion-adjacent collaborations to rebuild the brand’s cultural cachet.

Watch on demand a BoF Professional Masterclass that explores the topic in our Case Study, “Fashion’s New Rules For Sports Marketing.”

Capitalising on sport’s soaring commercial and cultural relevance is becoming a primary focus for fashion brands. Winning sports-marketing strategies today hinge on building long-term, collaborative partnerships with athletes and organisations that resonate with a brand’s target consumers, as experts in BoF’s latest case study explain.

Activist investors are demanding big changes at the fashion conglomerate, which also owns The North Face, Supreme, Timberland and other brands. The company will have a chance to lay out its own vision when it releases earnings this week.